Each HEKNE collection carries the colours of a selected bird. This way the label connects each collection to nature and give themselves restrictions that elevates their universe.
Careful in all they do
HEKNE was established in 2013 by Anja Birgitte Daatland Hekne and Siglinde Maria Lunde, two childhood friends. The fall 2016 collection was their first, which also is a testament to the two women’s planning skills, doing every bit of their production with people and planet in mind. Spring 17 they launched their second collection.
Anja has a BA degree in Fashion Design from Ravensbourne College in London and has studied Marketing Management at CPHbusiness in Copenhagen. Siglinde has studied PR and marketing at BI Norwegian Business School in Oslo.
Connected to nature
HEKNE is all about the slow way of producing, and they find their inspiration in the organic harmony of nature. They want to take part in changing the pattern of overconsumption, focusing instead on small classic collections which can, both in quality and cut, last more than one season.
Early fall 17 Hekne updated their universe with two classics, off course built with organic and recycled materials, and every bit produced under organized and good conditions in a small factoriy in Lithuania. The two-piece capsule is inspired by the Mallard
Our turtleneck sweaters are from the Norwegian brand Håvarstein and made in either 100% merino wool or a Merino, silk and Cashmere-blend. Here we give you three different ways to take your sweater out on the town.
Kimono dress from Elsien Gringhuis. Isn’t it nice when something can be worn several ways? This one can. Opening in front or opening in back? Feel the mood and choose based on that. Good large pocket to dig your hands into. Customize size if you need to or choose one of the pre-set sizes.
2. The Shoes
Lemon Zest pumps from Guava. These are for showing of and probably (if you are not an extremely skilled heel-walker demands bicycle or taxi. But what are great show-off shoes like these without the specialized constructed heel from Guava? It is the icing on the cake and what makes them really 100 % perfect.
3. The Backpack
Backpack with tassels in Dove Pink from Kokosina. Classic and practical, still fashionable and easy to take from day to night. We love the tassel bags, and recommend, if you don’t particularly like this colour; check out the other tasselbags – maybe there is one there for you.
4. The Earrings
The Usha Earrings from A/bareness. Boho to the bone, but does not require an embroidered dress to fit inn. Actually, it goes with almost anything. Bring out your streetwear and match with these babies. Trust us; they have the right kind of bling to them.
5. The socks
Vera Socks from Swedish Stockings. These babies are currently out of stock, but will soon be back, so we add them to the list (it is off course a REASON for them being out of stock – they are bang on this summer for trainers or heels..any shoes). Let us know if you want to be notified when it is back in stock.
Norwegian label Mørck consists of mother and daughter team, Marianne Mørck and Monika Mørck Hauge. Marianne has her background in orthopedics (which is closely related to the body and the individual), and Monika is an educated artist.
Mørck advocates for natural and traditional materials and wish to promote local businesses as well as ethical and sustainable production. They collaborate with tanneries in different countries and spend a great deal of time finding the leather, where the quality and sustainable choice is evident.
To choose goat, reindeer and for the first time FW17, Norwegian lamb leather, is something that makes logistics an important part of the labels collection planning. The dream would be to do the whole process closer to home, but for now this is impossible. It is a true evidence of the labels sustainable core, that they do not choose the easiest route, but instead make sure each product is made with the right type of leather.
Small concise collections
Mørck combines these ancient material traditions with modern design and solid craftsmanship. Through the acknowledgement of the inherent qualities of natural materials, clothes with durability and patina are created. Leather from salmon and reindeer is by nature a limited resource. There are practical limits for manufacture. Consequently, the collections by Mørck will inevitably be small and exclusive.
Mørck Stitching only use leather from livestock animals that have free range of movement and from farmers treating animals with respect when it comes to protection, breeding and health.
Salmon and reindeer were important factors of survival for the early settlers in the north thousands of years ago. They provided food. They provided clothing. Towards the end of the Stone Age, the goat gradually became important for people’s livelihood. Mørck takes up again these traditions by showing that use of the leather can be luxurious, long lasting and of the highest quality.
Just Fashion started working with Elsien Gringhuis a few years back. With our shared core values it was a great meet. Thanks to Skype we are always able to talk directly with designers far away and get a sense of how they work and think on a personal level. This is really important to us.
From this starting point we have seen Elsien grow, building each stone of her business on the same ground principles and keeping her core. Being featured in Italian and German Vogue last year as a design talent to watch was a great confirmation that Elsien manages what we want to show the world; it is possible to be forward thinking and deliver FASHION while still choosing better production methods and raw materials in the process.
Building a book
Elsien’s design is not built on collections and seasons. The design is made much more like books, where each collection brings a new chapter, but all parts of the book are always available. Comparing the collections, you can see the similarities in the style and the design, the colour scheme and the cut of the products, and it is all made to build on each other and be mixed and matched. Elsien always use a shape element in each collection. That way each chapter she produces is stringent and saves fabric in the process.
Elsien’s design principal is completely based on sustainability. Form, function, material and finishing all contribute to designs with a long life span and high quality. Being a sustainable brand is more than using just the best fabrics. All design is built on the No Waste principle, trying to make a result of nearly no waste in the design process. The focus is on highly innovative patterns that reduce the waste to a minimum.
High end fabric quality
Elsien Gringhuis works with wool, cotton, silk and other natural materials bought from trusted retailers in Italy and the Netherlands. The label does their best at finding a balance between being sustainable and being a high-end fashion label. Most fabrics are GOTS, BCI and/or Oekotex certified, and the goal is to get all of them certified. The important thing though, is to keep the fabric quality high, so the design will last a lifetime. All items are produce locally in Elsien’s studio, on demand, not made before you order them.
Education and rewards
Cum Laude at the academy of visual arts in Arnhem (ArtEZ).
Won the Createurope in Berlin, the Mittelmoda in Italy and was nominated for the Frans Molenaar-award.
Presented her first collection during the Amsterdam Fashion Week in 2009.
Won the Green Fashion Competition in 2011
Won the Fair Luxury Award in 2012.
“A functional and well thought out design makes me very happy. All good things are simple, but there is nothing more difficult than to make a good and simple design.”
The Norwegian bloggers and advocates for fashion with compassion, Joakim Kleven and Frida Ottesen made this BEAUTIFUL editorial with styles from our store. Take a look! And check out the pages of these talented young stylish people! They are the future and they set the standard for what they want fashion to be! We salute them!
Our cities are full of stores, and 99, 9 % of them are offering us mass-produced design.
For some reason, and we believe it snuck up on us, we’ve all been caught in this illusion that the norm is to be able to shop cheap and fast, without any other concern than the time it takes you to stop by a store. It’s also the norm to be able to do so many times in the course of a really short period. And to experience new collections and sale items every time you stop by. And there is no such thing as a win win when it comes to this multitude of cheap options. The risk is taken by somebody far away that you cannot see.
Just Fashion have worked hard for some time to erase the line between sustainability and fashion. We are tired of the question if it is possible to produce a basic t-shirt in a good way. Of course it is. So our next step is to make people able to stop by and experience our designer stories and touch the quality of each item. We want to become a store in the physical world as well as online.
How can we make it happen?
Even though we’ve grown since we started out, we are still a small startup with great ambition and our heart on our sleeve. So to be able to take the next step and establish ourselves in a physical store, we need your help.
Take a look at our campaign at Bidra.no and support us if you can. We understand that for people living abroad it might seem strange supporting a store that you may never visit. But if you are a fan of Just Fashions universe and our designers and want us all to grow, your support now, big or small, will also affect our online growth. Our gift-program is mainly offering redux cards for our store, but we will also weekly (for 3, 5 weeks from now) add products you can win when supporting us, and also some limited edition items. Follow our Facebook-page for daily info about these added gifts.
Who are the people behind the design?
To read more about the Just Fashion Team, what your support will cover in the establishment of our shop and the current gift run, go to our campaign at Bidra :)
We will not be able to make this happen without your help, please support us :)
If you are anything like us, you love playing around with style, and wear some key pieces in many ways. So if you should invest in a pair of fairly produced high quality boots, you would need some style options to get the most out of them. Here are our style suggestions. One pair – million wears. At least!
Scroll through the gallery below for styling inspiration on how to wear you boots and where to get good luxe pieces to go with them.
And remember, all designers we mention who are not part of Just Fashion are to us known for consistent quality and care for how they make their products. Therefore the following style suggestions should be good for the planet, though we can only count for the details of our own designers.
These are the boots.
Made by hand in Portugal, in a small family owned factory. It is in fact so small that half of Amorina&Mia’s collection is Made to Order (produced after ordering).
Not an easy-fast way of doing things, but a really environmental one.
Like a woman.
Wear with short dresses or skirts.
This is a fail-safe way of adding a grungy tough to femininity. We feel that short skirt and dresses can be too pretty sometimes. In the second we add a pair of flat boots, we feel grounded.
Wear with a dress over shirt-combo.
Keep the dress knitted or woolly, and add a feminine lightweight shirt. This style, if dress is not to short, will also work really well for the office.
Layering wool the grungy way.
Wear with long oversized coats.
It’s slouchy and cool. Layer fine knits underneath; add a belt or several jewelries in different lengths.
Inspired by the past.
Wear with a billowing flower dress.
On top, wear a short shearling or wool jacket. It’s easy to tweak to a 70’s look, but is also channeling the femi-grunge of the 90’s with a shorter dress and stockings. Change out the shoulder strap with an old guitar strap, and you are ready to go.
Wear with long narrower skirt or dress grazing or covering your boots.
This look is buttoned up from heel to toe, with a long skirt and long coat or with a cropped sweater or jacket that emphasizes your waist. It has a hint of the 60’s and the 70’s, but is still a modern take on a boots /skirt look.
“For us sustainability means respecting people and the environment in everything we do”
Norwegian Rain Noir Femme Trench
This trench is windproof, waterproof (this one actually IS waterproof) and made out of recycled material to begin with. It’s made to last a lifetime! It is also possible to buy in a version with warm padding if you want to use it during wintertime.
“We work hard to be as environmentally friendly as possible. By teaming up with leading eco conscious suppliers in the industry, Norwegian Rain aims to amplify the positive spiral of people working together to overcome the climatical challenges we are upon”
“Stella Jean collaborates with African and Haitian artisans, based on the principle of increase in value, economic impact and respect for the territory, resources and traditions of the local communities who must be supported, while at the same time preserving ancestral knowledge – at risk of extinction – and opposing the debasing effect of imperialist homogenisation”
This trench is part of Edun’s Resort 17 collection and since they do not have their own webshop we suggest you ask them where to get it if you are interested:)
“In respect of its mission to source production and encourage trade in Africa, EDUN mixes its modern designer vision with the richness and positivity of this fast-growing continent. EDUN is building long-term, sustainable growth opportunities by supporting manufacturers, community-based initiatives and partnering with African artists and artisans”
Lastly, if you REALLY are going to invest, we want to take the company that is the epitome of trenches into account…
If you look closely, you find that some of the heritage trenches from Burberry, the classic ones that will live on forever, with details and tradition that no-one else can show for, is actually produced in England. As mentioned we do not know the details, but this should imply that the conditions are good and that there are craftsmen and educated workers involved. You can also get your initials engraved in the coat. Our favourites are..
A photo posted by Vanja Wikström (@vanja_wikstrom) on
The wine red palette
Red is everywhere for fall and both the thin and thick variant of the black stockings, with or without pattern, works brilliantly with red. Here, travel writer, editor and founder of Frukostfolket Hanna Stefansson shows of an outfit with only red tones and black stockings.
A photo posted by Hanna Stefansson (@hannastefansson) on
All Swedish Stockings are made using recycled nylon thread, in factories that leave no waste behind, use solar panels and energy efficient machines in the production and have full water rinsing systems, so that water can flow back into nature.
The wrap is such a simple and transformative piece of clothing, and this season there are so many ways to style it.
We, off course present the good ones, produced for you personally in organic chemical free cotton, and possible to adjust and tweek if you need to. These wrap models will last for years to come, easy to transform through changing trends and even quite easy to wear through changing body shapes.
Like seen at Edeline Lee with classic narrow pants…
So, secondly, how to wear it?
These pieces have, like the trend, plunging necklines and are quite low cut in front. If you don’t like showing off to much, we suggest either changing the cut when ordering yours (it’s easy and costs €21 to get a total customization of the fit, with good instructions by phone or mail), or you can use a top or statement underwear underneath.
Here are our best styling tips for getting lots and lots of wear out of your dress!
Style tip 1: Wear something under
Keep it deep, but wear something underneath.
Inspired by the other V-necks at the catwalk, we imagined it could be a fitness body or tank top…
Or a loose strap singlet…
Do it the lingerie way, show off whats under, over… like seen on several catwalks this spring..
Style tip 2: Wear something over
Style with a bomber.
…or a sweater
Style tip 3, Style it up
Let the jewelry do the talking.
We’ve seen lots of pearls, it fits the clean cut of a wrap perfectly, but also a statement necklace that plays on, and ads to the v-cut, works great!
Or take the top to another level with a real plunging neckline, as seen at Michael Kors….
Style tip 4: Relax in it, and be inspired by new grunge!
Wear with slightly open wrap and relaxed sandals, loafers or sneakers…
A photo posted by Meilin Hyde | 美琳 (@meilinhyde) on
Swedish Stockings have been collaborators of ours for some years now, and to follow their thorough process of becoming circular in their production is truly inspiring. If you don’t know their stockings yet, we suggest you try.
They are made out of recycled polyester (considered to be waste), made at water saving factories, with their own cleaning system, zero waste guarantee, and solar panel energy-use. It’s really impressive.
Here, green-liver Meilin Hyde shows her classic style with one of the thicker models in black.
Wear several at once. Like with the stack rings from Abareness. There are several versions, all handmade in a small workshop in Nepal. Stack rings are brilliant for bringing new life to old rings as well. Try it!
A photo posted by Hi! I am Luiza ? (@freedom_in_rainbow) on
Like Luiza. Her Instagram is also something to follow! Real colour-boost inspiration!
She wears a yellow backpack from Kokosina. Handmade for you personally after you order it, and made in their studios in Latvia or Italy. Take a look at the wide range of colours in the leather. You are bound to find your favorite here! Leather is guaranteed from livestock, where whole animal is used for food purposes.
We must admit it; there has been a gloom and kind of a pessimistic feel in our office. Even though we are a company believing in the power of good choices, and have a general large degree of optimism, we have still been quite discouraged in regards to why the industry can’t make the BIG changes that needs to be done.
No matter how hard one works, things take time. A loong time. And no matter how much we want the world to change, we need the big businesses to want to change too, the changes that changes everything faster.
But the last few months, our hopes have been growing. The world IS changing and we hope that it is a staying change. When reading the textile business news from all over the world, we are getting positive, and want to share it with you. This is the first story of why 2016 makes us smile.
One of the main goals is to bridge the gap between global retailers, domestic micro businesses and SMEs (Small and medium-sized enterprises), to strengthen local supply chains and promote sustainable growth.
The two initiators are renovating a former Victorian cotton mill, and combining it with cutting-edge technology, to start production of luxury yarn. English Fine Cotton, which today makes material for bulletproof vests at Tame Valley Mill, Dukinfield, is to produce luxury yarn at neighbouring Tower Mill. This way, British cotton is to be spun at home for the first time in a generation. The last time Tower Mill had cotton production was in 1955.
The plan is to be re-starting cotton spinning in the UK mid-2016, and it will by then be one of the most advanced cotton spinning plants in the world, with the latest in loom technology.
The Mill is not meant to compete with mass production of China, South East Asia or India. It will be a “high end” quality product, produced with luxury cotton from Barbados (Sea Island). The same cotton that Ian Fleming specified James Bond’s shirts were made of, and the ones Daniel Craig wore in the Bond movies.
“We are almost vertical as a company and the only thing we don’t buy in the UK is cotton, which I would very much like to do. The project could hopefully utilize the abundant skills base for textile manufacturing in the UK, as we remain exceptional as a country in specialist manufacturing. From cotton spinning to pattern cutting – the skills are there to make in Britain.”
British shirt-maker Emma Willis (makes the shirts for Daniel Craig’s James Bond)
Cotton was an important product during the Industrial Revolution. The mechanization of the spinning process in the early factories was instrumental in the growth of the machine tool industry, enabling the construction of larger cotton mills.
The biggest cotton producer in the world
Britain used to be the biggest cotton cloth producer in the world. The mechanized spinning and weaving of cotton fiber into fabric began in Britain in the mid-16th century.
Manchester had no cotton mills until 1783. By 1800, there were 42 mills, and the city had become the heart of the cotton manufacturing trade. Mills generated employment, expanded population, and Manchester became a large commercial city.
The number of Manchester cotton mills reached its zenith in 1853 with 108 mills. In total there were 2650 cotton mills in Lancashire by 1860, employing 440 000 people and producing half of the world’s cotton yarn.
Then came the First World War, and cotton could no longer be exported to the foreign markets. The rise of other countries weaving and exporting their own cotton began.
By the 1930s, 800 mills had closed and 345,000 workers had left the industry. Though there was a slight revival after 1945, mills kept on closing down.
During the 1960s and 70s, mills in North West England closed at the rate of one a week in the, with the last one shutting in Greater Manchester in the 1980s.
Modern cotton mills
Modern cotton mills are increasingly automated, mainly built around open end-spinning techniques using rotors or ring-spinning techniques using spindles.
In 2009 there were 202,979,000 ring spinning spindles installed worldwide, with 82% of these being in Asia or Oceania, and 44% being within China. In the same year there were 7,975,000 open end spinning rotors installed, with 44% of these being within Asia or Oceania and 29% within Eastern Europe. Rotors are responsible for 20% of the cotton spun worldwide.
One large mill in Virginia in the United States employs 140 workers in 2013 to produce an output that would have required more than 2,000 workers in 1980.
“A number of times we have had firms coming to us saying they want British cotton. Unfortunately, up until now, we have had to say no. We owe it to the cotton industry – which Manchester was synonymous with – to put it back onto the world stage”
Andy Ogden General manager of English Fine Cotton’s parent company, Culimeta-Saveguard Ltd
“For more than 100 years cotton was the key industry in the various towns making up the borough and indeed the North West of England. The Park Road area of Dukinfield, where Tower Mill is situated, is a corridor of former cotton mills and testament to the hold spinning once had on the region. Webelieve this project shows how (…) effective a little northern grit and common sense can be in achieving successful solutions.”
English Fine Cottons
Quality focused future
It makes us happy that it is possible to focus on high quality in an ever faster moving world. Doing it slowly with attention to details and process, from the raw material to the finished product, that’s what we hope for in the future. When you buy something, it should last and make you happy. It’s the volume and pace that we want to fight.
Lastly, this video that was made by the British Council to counter Nazi propaganda and help promote British cotton to the world, during the Second World War.
The suit is always an investment. Not only does it work dresses up as an ensemble, but also, it is great to wear as separates, as blazer and pants with casual tops, denim, sweatpants etc. Perfect for a casual cool look.
We’ve collected some people who look both flawless and cool in their suits. Stylists, fashion insiders and creative’s with their own style, mixed up with our eco suggestions from our luxury handmade label Kerber. Masculine or feminine, their suits come in mix-and-match models to choose from, and they last a lifetime.
Keep scrolling to see and shop 5 looks that will elevate your wardrobe
Mix masculinity and femininity.
Comfy waist, cropped legs and a longer jacket. Feminine and masculine in one, elevates the feeling of effortlessness. Choose a loose singlet or t-shirt underneath to dress up or down. The keyword is loose. Like Kasia Smutniak, in a white Armani suit, with red lips and tousled hair.
Our feminine/masculine (conscious) suggestion:
Kerber Comfy Pants, (1.997 NOK (no added expences) Norway /€168 rest of the world)
Kerber Business Jacket (2.979 NOK (no added expences) Norway, €250 rest of the world)
Elevate length with loose legs.
You don’t need to wear a traditional colour to look chick. Like Miroslava Duma does here in a perfect blue Stella McCartney suit, worn with a casual braid and classic white shirt.
Here you se the making of one ring. It is molded into a form an then goes through many stages before it becomes the ring you get when you order.
When the whole process is seen like this, in one, you kind of get the picture of how long it takes. It is also a great way to appreciate the fact that is can still be made like this, slowly with craftsmen and women, getting their pay.
What are your thoughts on the terms “Sustainability” and “Ethical production”?
“Well, it isn’t easy to navigate between all the terms and it is not easy to do better choices either. When I go to the High Street stores and see something with the tag “Made in Bangladesh”, I get a stomachache. The money goes straight to the top of the chain, but even though I know this, it is so easy to choose the more affordable products”.
“You see something you like, and the barrier for buying it is so low. You don’t think about choosing better there and then. You think about your wardrobe, how it will fit in there, and that’s the only thing you have to consider. So I guess these terms gets me thinking about the changes we all are trying to make, but still haven’t managed to do”.
If you should elaborate, how do you choose your wardrobe, and do you regularly repairs and fix things that are broken?
“I often ask myself; Why not choose better? and I’m working on it. It costs more, but in the end, it is likely to be a win to choose quality and something you will love. 6 pants from the high street stores equals maybe one slowly produced high quality pair of pants. And to know something about how it is produced, and that the people that made it, touched it, have been treated well and got their fair share, means something too!”
“You don’t repair pants when the repair costs more than the pants. We are not used to this kind of thinking. The products have so low value that it’s usually not in my mind to think about fixing it. But I do choose better sometimes. I love to go to the small independent stores, both here in Oslo and when I’m traveling. To talk to the people there and get the details and stories behind what I buy. And to see the commitment that goes all the way from the making of the product to the person selling me it. It makes me feel proud and it makes me love what I buy there more than other items. And THESE things I definitely fix if they are broken”.
“With food there’s been a great change the last few years here in Norway towards better production and small independent food-labels, but with clothing it is much more complex. You need to love what you buy in another way. It is connected to your identity. But in the end – like with food – you have to say even though it is hard – I just have to stop eating that and choose something better!”
How do you see the future? What do you think the future holds in regards to production and consume?
“I think we are facing great challenges. I think that for ethical production to become mainstream, they need to get subsidized. To be able to compete with the big chains when it comes to price. But maybe also the change will come no matter what. That it forces itself into our lives”.
Instagram: @miasundsfjord Snapchat:miassen
This is a story about Just Fashion, and a strong woman we have gotten to know during the growth of our site. Johanna and her jewelry label JohannaN, was the fifth label to come onboard Just Fashion. We want you to know what she is up to!
Production in Bangkok
Johanna produce at two production sites in Bangkok, and they have been with her all the way from the start in 2009.
The metal workshops, she knows in and out, and they have grown with her. Tom and Boom are husband and wife-team. They have a small workshop in the first floor of their house in the middle of Bangkok. Tom is sawing all the pieces and Boom is managing their orders, checks the quality, and puts on chains before dispatch to Sweden.
They are setting their own price on their work and that’s what Johanna pay them – done deal. Johanna can now ensure them full time work – which I bet feels great!
Since Johanna has been growing a lot the last years, she now also works with a second and third family workshop, Joi and his wife Nok, and Cha and his wife Joi.
In addition she also works closely with Boy, her creative collaborator in Bangkok and he communicate with all teams and takes care of the logistics.
Watch this short film showing the handsawing in the workshop
The bigger factory that does the casting is family owned with around 60 workers. The last visit to this factory was in February 2014. This factory is also located in Bangkok, and will be a focus in January when Johanna is going back to Thailand.
The raw material
There are large deposits of zinc and copper in Thailand. These metals are combined to form brass, which is a traditional material, used in the Buddha figures and in many religious ornaments and sculptures.
This tradition means that there are people with knowledge about the old way of doing the sawing and casting process that can be given work. Over time, generations of creative artisans built a tradition of craftsmanship around brass – a craft tradition that today only exists in a few places in the world (Abareness also uses these skills in their jewelry workshop in Nepal)
It’s been a pain in the ass to try to track the raw material. With gold and silver, there are a lot happening in the world in regards to sourcing, but with brass, the doors are still closed and there is no tradition for these kinds of investigations. One believes that around 70 % of all brass around is already recycled, but we would of course like to know where OUR (our designers) brass is from. This is an ongoing process, if you are a brass wiz and want to share, let us know!!
Can a business have a personal moral?
Yes, we do believe they can!
There are so many people who are skeptical to the concept of ethical fashion. It is such a wide term, and also difficult to grasp and to see something else than a trend in it. Well, it is in these meetings with our designers, by knowing them, that all doubt about their intentions is washed away. With JohannaN, I have been sure from the start.
She has walked the hardest way, to make her brand sustainable, and now she has come full circle in so many ways. The things that are still difficult to change are really difficult to change!!! Its complicated, sitting in Sweden, trying to get access to the details around the production, not because things are secret, but because there are no tradition for these kinds of investigations in Thailand.
To manage to make a lasting change, it is essential for our designers and us to understand the culture in the country in which we operate. To make room for dialog that can stretch over time, so there are no misunderstandings.
It is about knowing peoples cultural habits, and making them understand that you want to get under their skin, working WITH them, not having hidden agendas and papers with small writing on them. And this goes both ways.
The skepticism is often grounded in fear of prices being forced down, or fair of losing the order completely, or that somebody will force changes on them that makes the production difficult. They can be scared that questions are about taking something away from them, like they may have experienced before.
In January, Johanna is going back to Thailand to visit the workshop and the factory. We are going to be with her on her journey through films, stories and pictures. The thing with great designers with good intentions is that it never stops. It’s not about either or, it is about the journey and the choices one makes along the way.
And remember, , if you buy your JohannaN products at Just Fashion, you support both of us in our work towards a sustainable future!
From time to time, we share your pictures. Nothing makes us more happy than to see our designers pieces in use, on conscious people, out there in the world. Tag your picture with #myjustfashionstory if you want it to ne easier for us to find you:)
“People need clothes that are cool AND ethical. People need to know that there are designers with a conscience out there. People need to learn how to value and keep their clothes. It all starts with transparancy”
“We have the power in each and every purchase we do. By bying clothes from designers who really work the right way, you will give the world a bump in a better direction. Quality beats quantity any day! Products are so much more than products”
Last Weekend we got into Eline’s Hybrid for a ride from Oslo, over Hardangervidda, all the way to Bergen, where a small bunch of women and men got to tough, feel, try on, and buy our products, while enjoying each others company and a few glasses of something good.
Over the Mountain
It was a perfect ride over Hardangervidda. In Norwegian we call it “trollsk”.. the best English word would be “bewitching”.
So what is a Tupperware party?
Definition: a socialgathering invented by the company Tupperware in the 1950’s, where the host(ormoretypicallyhostess)entertainedtheguests,andprovidesthem with an opportunity to orderTupperware.
Just Fashion is a whole other company with another agenda, but the concept is the same, to let people relax and have the time to hear our stories and talk to us, one on one.
When you get to tough and feel things in a relaxed setting with your friends, we hope you also get that sense of higher value that our products carry. The stories and the time spent making them, will always be a part of the product you take with you home. Or the product you order and have to wait for, for it to be made.
Over the mountain again and back
On the way back everything had changed.
Just in the course of that Weekend, the mountrain-tops went white…
Back in Oslo
We must say that we are so pleased with meeting new people and talking about our goal with this company. We want to travel more. If you are more than 10 people and want to make the same kind of experience, let us know (in Norwegian if you like), and we will try to come:)